PR Agency Insights Survey – 2025

Foreword.

The PR Agency Insights Survey (India Edition), conducted by the PR and Comms Collaborative (PRCC) and the Public Relations Professionals of India (PRPOI), represents a pioneering effort to examine the changing landscape of the PR agency sector in India. This inaugural edition moves beyond conventional metrics, examining the impact of AI, individual career aspirations, and the challenges faced by professionals in a rapidly changing industry.. It stands as a testament to the power of community-driven initiatives and marks a significant milestone as one of the first projects of its kind in the country. This survey puts people first, recognizing that the industry is built and driven by its professionals.

This survey was born from a shared vision to provide PR professionals and agency leaders with a comprehensive understanding of their industry and to empower them with insights that can guide their future. It reflects the community’s collective commitment to fostering growth and innovation.

Methodology.

Led by the PR & Comms Collaborative and supported by PRPOI, this survey brought together vibrant communities to establish comprehensive industry insights. The PR Agency Insights Survey (India Edition) aimed to capture data on compensation, workload, job satisfaction, AI integration, and career progression within the PR agency sector.

Target Audience: PR professionals across India, working in agencies of varying sizes—from boutique firms to large agencies—including freelancers.

Data Collection: The survey, comprising 25 questions – both qualitative and quantitative, was circulated among members of six prominent communities: IPRF, Media Connect, One Source, PR & Comms Collaborative, PRangers, and PRPOI. It was distributed via professional networks, social media platforms, and direct outreach, ensuring a diverse participant pool.

Survey Participation: This inaugural edition surveyed 200 participants from a potential pool of over 50,000 community members. While acknowledging the modest sample size, the focus has been on sharing broader insights for this initial release. As more voices participate in future editions, the survey aims to explore deeper industry challenges, fostering meaningful discussions and collaborative problem-solving within these communities.

Key Takeaways

  • Widespread Job Dissatisfaction: Only 12% of PR professionals are fully satisfied with their salaries, and just 16% express job satisfaction. However, only one in three professionals still see a future in agency roles.
  • In-House Roles Gaining Popularity: 38.5% of agency professionals are actively considering a move in-house, with 90% of those exploring this shift citing dissatisfaction with compensation or job roles.
  • AI Adoption vs. Creativity Concerns: 98% of PR professionals use AI one way or the other –  for content, ideation, and research, yet 67% worry about AI eroding creativity and 73% fear the loss of a human touch in storytelling.
  • Media Placements More Challenging Than Ever: Two out of three PR professionals say securing editorial coverage has become increasingly difficult, underscoring the need for stronger storytelling and digital-first PR approaches.
  • Disconnect Between Client Expectations & PR Evolution: 66% of professionals find managing outdated client expectations a major challenge, as many brands still define PR solely through media coverage.
  • Mentorship & Career Growth Lacking: More than half (54%) of PR professionals believe creativity, storytelling, and emotional intelligence are the most critical skills for the future, but structured mentorship opportunities remain limited.
  • Workload vs. Compensation Mismatch: Many agency professionals handle 2-6 clients while working 45-55 hours per week, yet feel undervalued and overworked.

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